Exploring Ethical Issues For PRSA Ethics Month Southwest Missouri Chapter of PRSA Presented by Paul Kincaid September 27, 2016

Overview Quick review – definitions, perspective Comparison – public relations and journalism What ethical issues look like (and don’t look like) Some ethical issues for our profession Common ethical issues we face every day Emerging ethical issues – especially social media Options/resources available to help cope As many questions as answers…. all with group discussion, please…..

Definition From PRSA “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Note: “process” is intended to reference the “management function”

Perspective Don’t make it more complicated than it is…. Think personal and apply – trust is key Combine PRSA ethics with other guiding principles (10 Commandments, human decency, American ideals, democratic concepts, Bill of Rights, Sunshine Law, etc.) Trust your gut instincts Have the courage of your convictions Be prepared to walk away – but only if warranted and absolutely necessary …. no martyrs, please Good public relations begins and end with good policies, good procedures, good practices, and good decisions

Good advice “It’s never wrong to do the right thing.” Mark Twain “A single lie destroys a whole reputation of integrity.”  Baltasar Gracian, Spanish Jesuit, writer, philosopher in the 1600s

Public relations/journalism Compare codes of ethics – more similarities than differences Differences are mostly in: Client allegiance (i.e., to public or to organization) Perspective Timing Unavoidable fact: There are good and bad practitioners in both professions, just as there are in all professions

PRSA Code of Ethics Values: Advocacy Honesty Expertise Independence Loyalty Fairness

PRSA Code of Ethics Provisions: Free flow of information Competition Disclosure of information Safeguarding confidences Conflicts of interest Enhancing the profession

From Jim Lukaszewski Key components of ethical behavior: Trust Candor Credibility Integrity Sympathy Empathy and compassion

What are ethical issues? Ethical issues ARE core issues related to personal, professional, and organizational principles They usually are NOT issues of personal preference, professional preference, or style Highest profile, most blatant ethical violations are often the easiest – more subtle issues are harder Different professionals may have different approaches to the same ethical issues

Issues facing profession Common myths to overcome…. Public relations is all about spin Public relations is all about who you know Public relations practitioners are failed journalists Public relations is about parties and special events

Common ethical issues Plagiarism Copyright Handling rumors Dealing with confidential information Use of Photoshop Enhanced resumes Extent/role/value of background checks Model releases Diversity and inclusion Guaranteeing results Job candidate references Balancing transparency with privacy Telling the truth/shading the truth Providing perspective Knowing/implementing Sunshine Law Board relationships/communication Making public relations part of the management function And more…..

Emerging issues Many emerging issues deal with social media and electronic communication Big question is: Do long-standing, core ethical standards pertain to new media? Or….. Are there/should there be different/new ethical standards for new media?

Your options/resources Resources: PRSA website …. PRSA ethics app …. read books by, and follow on Twitter, professionals such as Jim Lukaszewski and others …. read/keep/reference stories/articles as case studies People: mentor(s) …. public relations colleagues …. confidant/supporter at your organization who can maintain confidentiality …. members of governing board …. influential advocates/leaders …. PRSA Chapter Ethics Chair (24/7 hotline) Policies: before you might need it, ensure there is a policy that allows confidential feedback and protects whistle-blowers (or similar, such as ombudsman) …. and other best practices Style: consider Socratic method (i.e., ask questions) ….. raise issues for discussion ….. focus on potential impact on organization

Thank you Paul Kincaid, APR, Fellow PRSA Kincaid Communications, LLC Southwest PRSA Chapter Ethics Chair (417) 425-5139 www.KincaidCommunications.com Paul@KincaidCommunications.com @KincaidCom

Q&A/Discussion What have we missed? What was unclear? What would you like to discuss further? What comments do you have? What experiences would you like to share?